Durex: From invisible to visible

Condom brand Durex drove consideration and sales of its new Invisible condom in India with a TV and social media that dismantled the notion that protection and pleasure are mutually exclusive choices.

Campaign details

Brand: Durex Brand owner: Reckitt Agency: Havas Group India Market: India Sector: Contraceptives, family planning Media channels: Online video, Social media, Television, Word of mouth, influencers Budget: 1 - 3 million

Executive summary

Durex is the world's number-one brand of condoms but only a small player in India. Despite an active presence in the market for nearly a decade, Durex was nowhere on the scene – it accounted for a mere 2.8% market share in 2018.

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